This document discusses how over-innovation can be a trap for new agricultural services and products. It emphasizes the importance of understanding users' needs, values, and existing systems before introducing changes. Specifically, it recommends learning about the social relationships and dynamics within farming operations, as innovations that disrupt these or are seen as too radical will fail. The key is seeking to preserve what already exists by making systems work better for users, not changing them drastically. Understanding one's allies and opponents can also help design innovations that assuage reservations and drive adoption. The goal should be stability, not radical transformation.

1. An epidemic of over-innovation
…and how to make sure you’re not reaching too far, too fast.

2. !
The brief:
You offer services and products that promise to transform the way
farmers make decisions about scarce resources

3. Transform..
How exactly does transformation happen?

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5. The ancestors of the earliest terrestrial
vertebrates were fish who lived in pools
that dried up periodically.
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6. Transformation:
These fish evolved legs that enabled them to move
from a drying pool to one that still held water.

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8. In other words..
Legs didn’t evolve so humans could
walk on land.
!
Legs evolved so that water-dwelling
creatures could continue to survive in
water
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9. Simply put..
Stability is the main impetus for change.

10. People often seek to change JUST ENOUGH
to maintain what they already have.
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11. !
Similarly, for on-farm innovation..
Farmers do not seek change because they want to live
and work in a different way…
…farmers seek change to enable themselves to continue
doing what they have been doing — more effectively.

12. The trap of
over-innovation
This means OVER-innovation is a trap.
!
Changes that are perceived as too
“radical” will fail for all but the most
innovative.
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13. “I just wanted to change
ONE little thing…?”
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14. !
Where does your innovation stand?
How is it perceived by
potential adopters and
users?
Does it promote stability
or does it over-innovate?

15. Are you reaching too far, too fast?

16. The answers lie within finding out as much as
you can about the people at the heart of your
innovation efforts — your users.
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17. Before you start innovating…

18. You need to know
their VALUES
You need to know
what exists TODAY
You need to know
their NEEDS

19. Back to the
farm…
We know a lot about the bio-physical
components of a farm: water, soil, air, flora
fauna, manufacturing inputs, etc.
!
…but how much do we know about the ONE
thing that could make or break your business?
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20. PEOPLE.
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21. !
Farms are complex social systems
Owners
Managers
Workers
Contractors
Each actor affects the way information is
shared and decisions are made in the system..

22. Do you know how your innovation
will affect your user’s relationships
and work environment?
*Note that, these relationships are also affecting your adoption success.

23. Find your allies!
Who are your allies on your farm or in
your organization? Who is driving
adoption?
!
How do relationships in your system
result in a “yes” for you?
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24. How can the design of your service get more
people to say “yes” more quickly?
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25. Identify your
opponents!
Who are your opponents?
!
Who on your farm or in your social
system can slow down or short circuit
adoption? What are their hang-ups?
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26. How can design be leveraged to assuage your
opponent’s reservations?
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27. Know the needs of your system
and the people in your system.

28. Your goal should NOT be to change things.
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29. !
Seek to PRESERVE what already exists
Ecological
Social
Sentimental

30. !
..by making them work better, as a whole.
Ecological
Sentimental
Social

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32. Let’s help you make sure your
innovative approach to agriculture
is designed for your users and gets
the adoption it deserves.

33. We are ESP
inquire@helloESP.com
www.helloESP.com
(559) 549-3353